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Pulse Films director D.A.R.Y.L. has delivered a dramatic new spot, which debuted last Friday, for Adidas NEO, the brand's youth orientated label starring their new global style ambassador Selena Gomez.
In the dead of night a group of teens embark onto the back streets of LA to paint the city NEO... Leaving their green trail over walls, billboards and street signs. Selena and her allies gather on top of a building to tag a water tower with their distinctive calling card, before the sun rises to reveal a unique impression of Adidas Neo on the familiar skyline of Downtown LA.
View the spot at: http://www.pulsefilms.com/work/adidas-selena-goes-neo/
adidas NEO Label is available in approximately 3,900 doors including Kohls, JC Penny, and Famous Footwear in the U.S. Launching in February 2013, the full line (apparel and footwear) will be available from adidas.com and the adidas NYC Flagship store on Broadway.
The adidas NEO Label is part of the adidas Sport Style sub brand based out of Corporate Headquarters in Herzogenaurach, Germany. NEO brings the heritage of sport and translates that to fashion at an accessible price point for teen consumers. Our core target consumer is 14 – 19 years global teen. A teen who is finding their edge in the everyday and putting their mark on it.
Since 2008 D.A.R.Y.L have firmly positioned themselves in the limelight. Their rapid ascent to critical acclaim has been established across both commercial and music with directing duo Ed and James picking up a Silver Cannes Lion (2009) for their online RNLI campaign along the way.
In 2009 they were declared Shoot Magazine's "ones to watch" and picked up a Silver Cannes Lion for their online RNLI campaign. Since then they have worked with brands like Nokia and Myspace Music, directing a series of online spots for BBH which featured in the D&AD 2010 Annual and Rushes Shorts Festival.
In film, their 2009 debut feature documentary 'Werewolves Across America', a portrait of modern American youth culture featuring folk icon Viking Moses, was officially selected for CPH: dox in Copenhagen.
In 2010 they worked with Saatchi & Saatchi, documenting the journey of Katy Perry's cast in her music video 'Fireworks' as part of the T-Mobile 'Life's for Sharing' campaign. The boys hit it off with Katy and the strength of their working relationship led them to both executive producing and directing her worldwide tour, the film of which is due for release later this year.
In music video, they have directed promos for with a range of prolific artists such as: Hard-Fi, Gallows, Cage The Elephant and Pendulum.
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